Affiliate Window acquires Buy.at

Much has been said about the recent merger of Buy.at and Affiliate Window so I won’t dwell on the topic too much other to say massive congratulations to Affiliate Window in what is undoubtedly a shrewd acquisition and to Buy.at for escaping the clutches of AOL who have reportedly lost millions on the sale.

In this new age of recession and tough times for advertising, we know that affiliate marketing continues to buck the trend and does so on numerous fronts. Why? Well partly due to the cost effectiveness of the channel but I believe the key factor is the channels ability to innovate and in some areas completely reinvent itself. What the heck does this have to do with the Buy.at / A Win merger? Well what better way to fast track innovation, rejuvenate business, share learning’s, business insights, your weaknesses plugged by strengths underpinned by best of breed technology due to a purchase of (arguably) your closest competitor? As the old saying goes, if you can’t beat them, buy them!

For the past few years both Buy.at and Affiliate Window have been locking horns and battling for the same clients time and time again. The result no doubt is that they have both been eroding each other’s margins and stretching resources to the max. This is surely not a sustainable business but again the acquisition appears to resolve this dilemma. Furthermore, where either network has managed to gain share in a particular vertical, (Buy.at in Finance and AWin in Retail) they now share years of learning’s, all that data, the inside scoop on the lot, the potential is huge.

The only major headache I imagine (apart from the obvious complications associated with mergers and acquisitions) might be current merchants and agencies of both networks who may have had exclusivity deals, rival programmes on each network etc and have now suddenly been throw in the ring together. Sure would like to be a fly on that wall.

What I am looking forward to is the first Buy.at/AWin social event. Now that’s going to be a party!

More people blogging about the Affiliate Window / Buy.at acquisition here:

• Digital Window’s Kevin Brown explains why he bought buy.at
• Digital Window Acquires Buy.at
• Musings About Affiliate Mergers and Makeovers
• Digital Window Acquires Buy.at
• Affiliate Window buys Buy.at
• AOL Sells Buy.at Affiliate Network to Digital Window

Congrats again to both networks.

Paul.